Are You Speaking Your Customer's Language? Copier, Printer, or MFP?
Words Matter in Sales and Marketing
How often do customers refer to imaging devices as “printers”—even when they’re technically copiers, MFPs, or large-format machines? It’s common because “printer” is the most familiar term. Yet, in the office technology and imaging industry, that mismatch between what you call it and what customers search for can cost you visibility, engagement, and, ultimately, sales opportunities.
Are you speaking their language?
We analyzed Google Trends data from the past 12 months to uncover what customers are really searching for.
The Results? A Clear Winner Emerges
“Printer” dominates search behavior—far surpassing terms like copier, MFP (Multi-Function Printer), or “office technology.”
While terms like Managed Print Services (MPS), production print, or document technology hold value within the industry, customers rarely start their search there.
What does this mean for you?
By understanding and aligning with the terms your customers already use, you:
Make yourself easier to find.
Connect more naturally.
Expand the conversation toward advanced solutions they may not even know they need.
Integrating the word “printer” doesn’t diminish your offerings—it simplifies the starting point. From there, you can guide customers toward:
High-volume printers (traditional copiers and MFPs).
Printer management services (Managed Print Services).
Production printers (advanced, professional-grade solutions).
Why It Matters
This simple strategy ensures you:
Improve visibility in search results.
Simplify communication by removing industry jargon.
Build trust and engagement by meeting customers where they are.
A Simple Example: Reframe “Managed Print Services”
Simplify Managed Print Services to “Printer Management”
Why it works: Customers don’t search for "Managed Print Services" or “MPS”—it’s jargon. Reframing it as printer management focuses on their needs: saving time and money.
Example:
“Managing printers across your office can be costly and time-consuming. Our printer management services simplify everything—reducing costs, streamlining maintenance, and ensuring reliable performance.”
The Bottom Line
Customers overwhelmingly search for “printers”—not copiers, MFP, or production print. Why not take advantage of this fact? By starting with printer-focused messaging, you:
Meet customers where they are with terms they already use.
Naturally educate them about advanced solutions they may need.
Build trust by speaking their language first and guiding them to the right solution.
Final Thought: Speak Their Language to Be Heard
Your customers are already telling you what they care about—just look at how they search. When you align your messaging with their habits, you:
Simplify your message.
Focus on outcomes they value.
Guide them to solutions that solve their needs—today and tomorrow.
I hope this makes sense and keeps things simple!
Ready to Start the Conversation?
At Dealer Growth Agency, we specialize in helping copier dealers and office technology companies align their sales and marketing strategies with customer behavior, improve visibility, and drive measurable results.
Reach out today to discover how we can help you speak your customer’s language—and connect more effectively.
